January 27, 2010
Bank of America launched a $20 million marketing campaign focused on retirement planning, including a Web site, texting effort, and ad campaign. Dubbed "help2retire______," the initiative encourages consumers to work with a Merrill Lynch adviser. One aspect of the campaign, which runs through April, will prompt people in Times Square to send text messages about "help2retire," and then post the texts on a large billboard.
Analysts note that the campaign is also an effort to help BofA better integrate Merrill Lynch, which it acquired last year.
Also in the news:
- Forrester analyst Augie Ray suggests that marketers who demand "hard and demonstrable ROI" from all social media efforts will lose out on many of the benefits.
- Apple is expected to unveil its highly anticipated tablet product today, which could prove a boon to publishers.
- Newsday responds to a report that it has only lured 35 subscribers with its relatively new paywall.
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CHARLESTON, SC: Threat Management Group has hired E. Boineau Company, its first marketing and PR AOR, to rebrand its corporate identity.
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WASHINGTON: FINRA has issued social networking guidance for securities firms and brokers, following demand from the industry.
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NEW YORK: Trust in business increased slightly this year, in part due to the efforts industry made to engage stakeholders, make its CEOs more transparent, and help solve the pressing economic issues, according to a study by Edelman.
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NEW YORK: Philips Electronics is using the promotion of its Direct Life fitness tracker to further position itself as a corporate leader in health and wellness.
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